ORANGE – The TIC shade of orange psychologically corresponds to the firm’s high levels of product innovation, technology, pioneering and responsiveness.
BLUE – The TIC shade of blue psychologically corresponds to the firm’s heritage, gravitas, technical support, and deep understanding of the pro industries which they serve.
The logo has been developed in Positive-Full-Colour, Positive-Mono-Colour, Negative-Full-Colour and Negative-Mono-Colour. By providing Total Instrument Controls with all these logo formats, they can now confidently approach any style of print, embossing or digital reproductions of their logo while enjoying brand unity and a consistent look and feel.
Over the years, Total Instrument Controls clients and staff have introduced the TIC acronym to the firm as a short-hand nickname. Psychologically speaking, nicknames are a sign of favouring and fondness, and in TIC’s case, there was over 35 years worth of fondness to be considered. So it was important to not only retain this shorthand, but to proudly coin it as a key focus in this logo.
The letters in the acronym have been designed in bold letters, to evoke the long-established nature of the business, its trustworthiness and its gravitas. The letters have also been gently slated forward to suggest the firm’s fast responsiveness as well as their ever-growing efforts to be at the cutting edge of technology, capabilities and process. The font created also features many sharp angles and accurate curves, to further enhance the sense of cutting-edge and forward motion.
The trade mark tick has been designed to be perfectly contained inside the letter “C” on one side, but break past and above the top-line-of-typography on the right-hand side. This feature has been carefully developed to showcase the client’s out-of-the-box thinking and methodology when it comes to customising solutions for their customers.